ManukaMed

New Zealand

WORK DESCRIPTION

Creative Strategy, Graphic Design, Copywriting, Structural Packaging Design, Production Sampling, Factory Liaison

INDUSTRY

Pharmaceutical, Medical, Wellness, Nutrition

ABOUT MANUKAMED

ManukaMed is founded on the belief that Manuka honey provides answers to many of the challenges faced by health care professionals. They are dedicated to delivering this unique resource to the medical community through our Manuka honey products that provide consistent and high levels of bioactivity. SweetHeart® is designed for people who want to improve their lipid profile and reduce their risk of cardiovascular disease*. It is intended to be used as a dietary supplement to support heart health and as a complement to statins. SweetHeart® is drug free; its patent-pending natural formula is a proprietary blend of Manuka honey enriched with a specific Major Royal Jelly Protein (MRJP).

OBJECTIVES

Avoid the ‘scare factor’ and illustrate a single minded value proposition for a cholesterol reducing product. The combination of nature and revolutionary science has enabled a product to actively reduce bad cholesterol. This product comes from years of research, clinical trials and exponential investment. One of many designs, this design is a hybrid consumer facing and pharmacy grade product. The primary function of this product is to benefit the heart hence the name ‘Sweetheart’. Battling the perceived legitmacy of Manuka Honey products as a real science solution the client is used to overloading many designs with graphic and rocket science tech talk.

This product is positioned as a hybrid consumer facing & pharmaceutical product. Key requirements for succinct copywriting was navigating complex information and legal liability, removing science and lab jargon, while still maintaining meaning. The universal symbol or simple version of the heart was chosen as the primary graphic device mainly because the anatomical human heart does not have huge visual appeal - about as much visual appeal as a pair of testicles we found. Using the heart symbol lightened the gravity or mortality emotion and allowed the focus to be placed on the drug function.

Naming:

'Sweet' or 'Sweet As'.

The meaning of sweet as sums up the truly laid-back attitude of New Zealanders. It can mean “thank you”, “it’s all good”, “no worries”, “you’re welcome”, and “that’s cool”. Sweetheart - your heart will literally be 'sweet'.

PACKAGING GRAPHIC TREATMENT
THE HEART GRAPHIC DEVICE IS A GEL DOME WITH A PLATINUM FOIL UNDERNEATH.
THE MAIN COLOUR IS A GOLD METALLIC WITH A HEX UV VARNISH.

CLIENT BUDGET $1.50USD/BOX.
USING OUR SUPPLIERS THE BOX COST WAS 0.55USD FOB (FREIGHT ON BOARD).
THIS INCLUDED BATCHING AND BARCODING.
FIRST ORDER 500,000. YOU CAN DO THE MATH.